A woman with her child casts a vote in the presidential election Sunday in Atlacomulco, Mexico.

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A quick count released by the Federal Electoral Institute (IFE) projected Peña Nieto winning approximately 38% of the popular vote - 7 points better than left-wing candidate Andrés Manuel López Obrador, who deferred on declaring defeat.

Final results will be announced later in the week, but Peña Nieto and the PRI celebrated an apparent victory, anyway.

"Mexico has won … democracy won," Peña Nieto said in a speech at party headquarters late Sunday night, which promised good government, respect for the law and a firm hand against Mexico's warring drug cartels.

"The fight against crime is going to continue," he said. "There's no returning to the past."

The PRI controlled the country for much of the last century and presided over pesos crises, government graft and allegedly rigged elections.But times have changed and so has the PRI, the telegenic Peña Nieto said repeatedly during his campaign, which appealed more to the future than the past and promised to unleash long-stalled structural reforms he says are necessary for Mexico to achieve annual economic growth of 6%.

Peña Nieto promises robust economic growth, generous job creation and even an end to the corruption his party became notorious for during the 71 consecutive years it ruled — until being voted out of power in 2000.

He also promises better results in the crackdown on organized crime and drug cartels that has claimed 50,000 lives and to focus on reducing incidents of murder, kidnap and extortion, although specifics in his approach have been lacking.

"Voters have had enough of the (governing National Action Party) and want change," said George Grayson, Mexico expert at the College of William & Mary, who was in Mexico City for the election.

Additionally, "The PRI spent a Midas fortune" on its campaign and promoting Peña Nieto's image over the past half decade, Grayson said.

The PRI also appeared close to taking majorities in both houses of Congress, which have been divided since 1997.

Former Mexico City mayor Andrés Manuel López Obrador — contesting the presidency for a second time — trailed with 31% of the projected vote, even though his alliance of left-wing parties was romping to victory in Mexico City's mayoral race.

The governing PAN, fronted by the country's first major party female candidate, Josefina Vázquez Mota, trailed with 26% support. . She conceded the race shortly after polls closed Sunday.

Gabriel Quadri, candidate for the teacher-union controlled New Alliance party, drew scant support Sunday, but the 2.5% he was projected to receive is enough for the party to remain registered and receive millions in the public subsidies showered on political parties.

Mexico's Federal Electoral Institute says nearly 80 million Mexicans were eligible to vote Sunday in elections to select a new president, Congress and Senate. President Felipe Calderón is limited to a single six-year term in office, which expires Dec. 1, when his successor is sworn in.

Voting proceeded without major incidents Sunday, although some polling stations reported shortages of ballots and other opened in later in many places, such as Chimalhuacán, a Mexico City suburb of cinder-block houses originally founded by squatters.

He doubted the party had changed its ways, saying, "The PRI gives, but it also takes … it robs." However, Hernández added, "Peña Nieto is different."

Others voting in Chimalhuacán, east of Mexico City, expressed nostalgia for the PRI rule of the last century and disenchantment with the current rule under the more conservative National Action Party (PAN).

"The PAN hasn't been able to govern. … Fifty thousand deaths is proof of that," said government worker Marcos Lozano, 39. "We deserve a change."

Peña Nieto built his reputation as governor of Mexico state, which surrounds Mexico City on three sides and contains Chimalhuacán. He promised 608 public works projects from hospitals to highways, during his 2005-11 gubernatorial term and then announced the projects' completions.

"He's the first politician to keep his word," said Marisela Cuevas, a taco-stand waitress who says his administration brought a waterworks to her municipality.

Convenience-store owner Guadalupe Mendoza found the publicity promoting Peña Nieto overwhelming. "He's a product of marketing … like one of those miracle products you see on TV," she said.

Analysts said Peña Nieto's campaign outperformed rivals. "(Peña Nieto) ran a really good campaign with a lot of money and a lot of professionalism," said Federico Estévez, political science professor at Autonomous Technological Institute of Mexico.

Contributing: The Associated Press

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